In the model, each person in a large population chooses between two options
, such as adhering to or not adhering to a social norm. People observe each
others' choices at random and adjust their adherence probabilities in imit
ative directions. It is known from earlier work that, under strong restrict
ions on the imitation, the distribution of adherence probabilities will eit
her evolve upward toward a high adherence equilibrium or downward toward a
low adherence equilibrium, depending on initial conditions. The intuition i
s that imitation leads to uniformity; Here we show that more general forms
of imitation allow a much wider variety of outcomes. There can be a sizable
number of equilibria and a variety of stability patterns. In mathematical
form, the model is an interactive Markov chain.